We’re proud to announce that we’ve won Free From Retailer of the Year in the Free From 2021 Awards. And on top of that we took home a staggering 36 awards – 18 more than last year – including 2 Gold, 14 Silver and 20 Bronze.


The awards celebrate quality and innovation across the free from market and all entries are blind tested by an independent panel of judges including chefs, manufacturers, dieticians and allergy reactors. 


The recognition from the awards body is a real credit to the hard work of our own brand colleagues and trading teams who over the past 12 months have made it their priority to improve our Free From range; making it relevant for customers, and affordable too. In total we’ve relaunched over 200 products including introducing 38 new lines, taken out over 4.4 tonnes of sugar, removed 593kg of salt and reduced our use of plastic by 16.27 tonnes.


Not only that; we’ve revamped our packaging making it easier for customers to shop, improved the quality and health credentials by reducing red traffic lights, fortified products where relevant and qualified more products under our ‘Live Better’ scheme, which helps direct customers to healthier food choices.


In October we invested over £6m into price across basic Free From essentials because we believe customers shouldn’t have to pay more to buy the vital food they need.

A massive congratulations to everyone involved in creating our fantastic Free From range - you’ve given us 37 reasons to be proud and then some! You can click here to see all our award winners.